Arden Rose Launches Mobile App with the Help of Dwnld
It’s a good time to be Arden Rose, an actress, comedy vlogger, and beauty star on YouTube. She not only recently surpassed 1 million subscribers, but has been hard at work expanding her reach beyond the walls of the world’s biggest video site.
Last year, Rose guest-starred in an episode of “Seriously Distracted,” a comedy series starring Amy Sedaris from Above Average and PopSugar. She has also cut a deal with Vessel, the new short-form video play from former Hulu CEO Jason Kilar, to distribute content on the platform, and most recently, launched her first mobile app.
On the latter, Rose partnered with Dwnld, a NY-based app publishing startup from former Thrillist marketing executive Alexandra Keating. The company’s pitch is pretty simple: It can turn any form of “web media” into a mobile app — with a simple layout — within minutes. Once launched, Dwnld charges $15 to keep the app running (though there are other pricing plans for “custom work” that it can also do, says Keating).
Initially, Dwnld focused on helping media companies, websites, and blogs quickly launch mobile apps, but not soon after found an opportunity in working with YouTube stars. “We didn’t intend to build a solution for YouTube channels, or video channels at large,” says Keating. “But we started getting requests from YouTube networks, and had the capability of doing so.”
In this field, Dwnld is competing with a few other companies that want to help YouTube creators and networks go mobile, including Victorious, Beachfront Media, and FanBread. Dwnld has a few notable backers behind it, though, including WME and The Chernin Group.
Rose’s app is currently available for all iOS devices, and can be downloaded here. Other YouTubers Dwnld is working with include ItsMyRayeRaye, MissyLynn, Miss Maven, and A Fab Life, as well as Vine star King Bach.
Rose is represented by Big Frame, where she’s managed by Byron Ashley and Lisa Filipelli, and networked with YouTube beauty and fashion network StyleHaul. We also briefly spoke with her about her new app, as well as the other stuff she’s been working on. Check it out:
A lot of YouTube stars are launching mobile apps. How much of your audience is watching your videos on mobile devices?
A very large portion of my views are mobile. In fact, almost 50 percent of my viewers watch from mobile devices.
What about DWNLD made it appealing for you to partner with them to launch an app?
To be completely honest, they have a wonderful team. I love working with them, and they’re always super easy to communicate with. They just understand the space so well.
You’re not only expanding to mobile, but you’re also working Vessel to distribute your videos there. What interests you about that platform?
I’m very excited to work with Vessel, and I will be taking advantage of the early access window. I think it’s a great way to not only get a jump on what could be the next big platform for creators, but also plan out content a little further in advance. It forces you to have a timeline and stick to it.
You guest-starred in an episode of “Seriously Distracted” from PopSugar and Above Average. Clearly comedy is a big part of what you do — but what did you like about that particular project?
I love being on set in general, especially with scripted content. The main draw in doing the sketch was the connection with Amy Sedaris. I just think she’s plain awesome. I loved “Seriously Distracted,” so it was a no-brainer that I’d agree to the project.
You are represented by Big Frame and StyleHaul. Could you give us a bit more insight into those business relationships?
I love my work family. Stylehaul has been a great backbone for my channel, and Big Frame is just fantastic. The amount of times a week I’m bugging my management is appalling, but they stick with me regardless so yay!
What’s one big thing you hope to accomplish by the end of 2015?
I think 2015 is going to be a great year for many things, but I’m especially excited for the scripted content I want to participate in. I love acting and I can’t wait to explore that a bit more this year.
Header image via FlickrTags: Alexandra Keating, app, Arden Rose, Big Frame, Dwnld, mobile video, StyleHaul, The Chernin Group, vessel, WME, YouTube Creators